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Pizza Hut is entering the burger category with a new Cheeseburger Melt.

The new product ditches the bun and is instead wrapped in a thin crust, and so is intended to travel well and be easily hand-held.

The burger, which is launching in the US, is described as a “parmesan-crusted thin crust melt folded and loaded with beef, applewood-smoked bacon, onions, mozzarella, and cheddar, served with burger sauce on the side…

Pizza Hut said it has “cracked the code” for what a cheeseburger should be: “portable, crunchy, and oozing with cheese.”

As part of a marketing launch campaign, Pizza Hut is encouraging consumers to “cheat on their usual burger chain”.

Delivery drivers will be deployed at rival fast-food burger chain drive-thrus offering QR code to try out the new burger free.

“As a brand known for exceptional pizzas, venturing into the burger business is an exciting first for us,” said Lindsay Morgan, Chief Marketing Officer at Pizza Hut. “We thought we’d kick off our burger journey with something bold. That’s why we’re making waves in burger chain drive-thrus, serving up our delicious new Cheeseburger Melt for all you burger lovers out there.”